The Jaguars already had plans to play one regular season game per year in London from next year until 2016, and the marketing push is designed to work with that schedule to make the Jaguars the U.K.'s representative in the NFL.

With this new allowance, the Jaguars can sign marketing and sponsorship deals with companies in the United Kingdom, provided they are not direct competitors with the NFL's sponsors. Though the NFL has played regular-season games in London in the past, this is the first time a team has been granted exclusive control over the marketing rights in the country.

The Jaguars have struggled on the business side of things in recent years, with attendance numbers in the bottom 1/3rd of the league for each of the last three seasons. The team has attempted to expand its marketing reach within Florida, but has been clocked by territorial rights held by the Tampa Bay Buccaneers and Miami Dolphins.